Hatch Award Video Brings Clarity to Clutter 3.0

We didn't make it to Boston's Hatch Awards this year and therefore we missed this hilarious introductory video created by Fort Franklin. In the video, we see the desktop of a creative seemingly hard at work developing the voiceover for the Hatch video itself.

All seems to go well until the desktop explodes with activity not far from the reality we all experience everyday as we try to work on one thing while endless distractions such as email, IM, stupid YouTube videos, Skype, iTunes updates and stupid pictures begin to bounce incessantly along the bottom of the desktop making actual work impossible. Revision after revision fails.

The distractions reach a fever pitch and then lightning strikes and everything becomes clear. The writer finally has clarity and types, "Welcome to clutter 3.0. Here's to breaking through. Hatch 08." That's about as focused a statement as any to describe the landscape advertisers are up against when they attempt to create a campaign that will actually break through the clutter, an onslaught that's risen to epic proportion.

Everyone of us has had this experience. Too many Firefox tabs open. Too many applications running concurrently, an explosion of friend requests, Twitter streams, Friendfeed, IM windows, incessant requests to update applications that run fine and need no update, email overload and hundreds of other distractions. While this increase in "distraction" can have its benefits, for many, it makes plain old work near impossible. This video does a superb job illustrating that fact.